CUSTOMER RESEARCH AGENDA

CUSTOMER

RESEARCH

AGENDA

2023

The National Archives and Records Administration

(NARA) Customer Research Agenda refects the agency¡¯s

commitment to learn more about its customers in three

focus areas prior to making improvements to services.

NARA¡¯s approach to service improvement includes three

steps: discover, design, deliver. The Customer Research

Agenda is a set of questions that will be used during each

discovery phase. The feedback collected from the questions

will deepen NARA¡¯s understanding of its customers to

improve design, service delivery, and overall customer

experience.

NARA created a Customer Research Agenda so that it can

better serve its customers. NARA recognizes that its services

may not currently be meeting customer wants, needs, and

expectations as well as they could. NARA wants to change

that, and it wants to be sure that change is driven by

customer voices.

NARA intends to provide its customers with the most

efective and equitable services it can, whether they are

seeking a veteran¡¯s record, researching the history of their

family or our country, visiting one of our museums, storing

an agency¡¯s records, or interacting with us in some other

way.

The Customer Research Agenda also includes questions

that explicitly focus on helping the agency understand how

it can expand access and participation. NARA wants to

ensure that its services are available to all, including socially

disadvantaged or socially excluded groups it may currently

be missing.

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CUSTOMER RESEARCH FOCUS AREAS

The Customer Research Agenda describes three main

focus areas for NARA to use while conducting research to

deepen its understanding of customer wants, needs, and

expectations:

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The overall quality of NARA services: NARA wants to

connect with its customers to better understand how to

make services as valuable and efective as possible.

?

The process of obtaining NARA services: NARA wants

to connect with its customers to better understand

how it can make using services as easy, efcient, and

equitable as possible.

?

The people delivering NARA services: NARA wants to

connect with its customers to better understand how it

can equip and empower NARA service providers to be as

warm, helpful, and competent as possible.

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OVERALL QUALITY OF NARA SERVICES: EXPAND OR

MODERNIZE SERVICE OFFERINGS TO BETTER MEET

CUSTOMER WANTS, NEEDS, AND EXPECTATIONS

Many aspects of serving customers well start with the basics:

making sure NARA ofers the services they want and delivers how

they want them, to the best of the agency¡¯s ability. The questions in

this section will help NARA better understand these aspects.

What do NARA customers want and need

from the agency?

NARA seeks to more deeply understand what its customers want and

need from its services. In the coming years, NARA plans to ask its

customers more directly what services they¡¯d like and what versions

of those services would be most valuable. There may even be cases

where customers will be able to help design services.

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How do NARA customers want and need to

interact with the agency?

Some customers expect NARA services to function diferently than

they are designed or intended. NARA wants to better understand what

its customers expect from and assume about NARA services so that it

can more efectively prevent and resolve misunderstandings.

How do NARA customers seek

information about how to interact with the

agency? What are NARA customers¡¯

communication needs and preferences?

Some customers currently lack critical information that they need in

order to clearly understand NARA services, properly set expectations,

or fully articulate service standards. This does not necessarily

mean NARA is not communicating or customers are not listening.

It simply means that a breakdown at one or multiple points of the

communication process is diminishing the quality of information

moving from sender to receiver. NARA wants to better understand

how customers seek, fnd, and prefer to receive information from

NARA so that it can communicate efectively.

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